What is an arbitrary mark?

There are several categories that are used in referring to a mark. One of these categories is known as “arbitrary.” An arbitrary trademark is a trademark consisting of a word which is used in a way that has nothing to do with its meaning – so it’s a real word, but one which is used in a way that has nothing to do with its actual meaning, such as the mark APPLE used with computers.

Arbitrary marks, along with fanciful marks, are the strongest type of trademarks (as long as they are not confusingly similar to earlier marks) and are given the broadest form of protection. In fact, because arbitrary and fanciful marks bare no connection to the underlying goods and services, they are inherently distinctive and the owner need not show secondary meaning to be entitled to protection for the mark.